The Logic Behind The Typography For The Great Gatsby [Pics]

Sydney-based Like Minded Studio collaborated with Baz Luhrmann, Catherine Martin and Bazmark team on the branding for the feature film The Great Gatsby. They realized Luhrmann’s vision and developed a bespoke Deco-styled logo reflective of the roaring 20s and Fitzgerald’s masterpiece.

Like Minded Studio created a typeface to accompany the branding. The letterforms were customized and refinined to reflect the design of the main logo, including developing a system to combine solid and pinstriped characters in sequence when typing out words.

Inspiration for the typeface came from the alphabet designs of K.H. Schaefer. The final titles and logo were further rendered in 3D by Deva Studios to create the signature Gatsby style. Click through to see a selection of images of the process and branding: